KALYAN DEEP RAY
Manager – Global Partners Organisation, India & SAARC
CommScope
“Even before the pandemic, e-commerce was already proliferating across India, and the outbreak has only amplified the need for businesses to re-pivot to digital means to ensure business continuity and continue serving customers. At CommScope, we anticipate such market shifts to indicate higher collaboration amongst the players in the channel ecosystem, and not substitution of traditional offerings. As the online marketplace in India continues to evolve, CommScope will continue to prioritize large-scale infrastructure and data center offerings, where we show our value through a deep understanding of our customers’ businesses, and design and customize solutions best suited for their specific needs. We anticipate that in the near future, higher bandwidth requirements will mean such tailored solutions will be even more critical, requiring increasing levels of hands-on design and implementation. We also understand that the channel ecosystem is looking to evolve quickly in this new normal, and we are investing in digital initiatives that allow our channel programs to stay flexible and adaptable, to better serve our partners and customers in India.To help our partners stay agile as the channel ecosystem evolves, CommScope’s Partner Program is hence designed to be modular to fuel growth and scalability across various offline and online platforms. The services extended by channel partners will continue to be the driving factor for our offerings in India.
Partner relationships are key to providing localized delivery of customer maintenance and support in the most efficient manner. The key things we consider include the company’s primary business focus and the products they sell, but we also want to be sure our channel partners can provide support to their end customers efficiently, so we check for information on support tools that they use. We also need to prioritize helping channel partners find new revenue opportunities in today’s competitive and fast-evolving markets. Navigating business growth and expansion can be challenging - especially for the telecommunication and connectivity ecosystem which we serve - and it is essential that our channel program provides a wide scope of tools to help partners succeed. This can be in the form of allowing partners to access recruitment support, industry events, marketing engagement (e.g. webinars, newsletters, collateral, site branding and merchandise store) and of course sales enablement (e.g. partner portal, playbooks, campaign toolkits, leads for partners).
